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Author: David Willan

  1. Lessons from the 2017 Business Superbrands

    By David Willan -

    Interesting results from TCBA/Superbrands in their latest ranking of the UK’s top 20 Business Superbrands. Congrats to British Airways for winning top spot for the third year running!

    The rankings illustrate a few important lessons about B2B branding in the modern day.

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  2. The cost of losing a customer

    By David Willan -

    What’s the cost of losing a customer?  ‘A lot’ is the simple answer, especially in B2B markets where the pool of prospective customers is limited and each sale tends to be high value.

    We can be a bit more specific about the cost of losing a customer though.

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  3. Three reasons B2B marketers should care about sustainability

    By David Willan -

    In the latest in my series of interviews with today’s leading business thinkers I spoke with Thomas Jelley, Corporate Citizenship Manager at support services giant Sodexo.

    But why, you may wonder, is a B2B marketing research agency like Circle talking about sustainability.  Isn’t that the preserve of a niche team within corporations and NGOs?

    Well, no.  Increasingly sustainability is becoming embedded throughout corporates and amongst individual departments – including marketing – for three very compelling reasons.

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  4. An interview with Jaakko Alanko: Former Chairman, McCann Enterprise

    By David Willan -

    Every month David Willan interviews leading experts from the world of marketing and B2B.  This month David spoke with Jaakko Alanko, one of the true doyens of B2B communications.

    Jaakko shares insights learned during 40 years in marketing, discusses the B2B brands he admires and shares his vision for the future of B2B marketing: the era of the enterprise brand.

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